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Exam 13: Decision Making Ii: Alternative Evaluation and Choice

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Question 61

True/False

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The different levels of product categories can be referred to as being either superordinate or subordinate.

A) True
B) False

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Question 62

Multiple Choice

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When deciding which refrigerator to purchase, consumers usually evaluate different models across a set of attributes, such as size and energy costs, instead of just picking one based on overall feeling toward a specific model. This example is best described as a(n) _____ evaluation.

A) affect-based
B) attribute-based
C) limited
D) benefit-based
E) long-term

F) A) and D)
G) B) and D)

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Question 63

Multiple Choice

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Size, shape, color, and price are all examples of which type of attributes?

Lisa is evaluating different brands of sewing machines and has determined the features that are important to her. She has decided that all features must meet or surpass a mental cutoff of 4 for an alternative to be selected. Which decision rule is Lisa using?

One judgment consumers make during the evaluation process is an assessment of the benefits associated with features.

Which type of quality can be assessed through industry specification or expert rating?

Underlying attributes are sometimes referred to as experience qualities because they are often perceived only during consumption.

Which product category level is abstract in nature and represents the highest level of categorization?

Consumers cannot make good choices when considering only a single attribute.

Determinant criteria remain constant across situations.

A consumer is deciding which television to purchase and has identified the determinant attributes and their importance as well has his beliefs of how the three brands he's considering perform on each attribute. Using a compensatory approach, determine the brand this consumer should select.

Jose is trying to determine the actual quality of different brands of lawn mowers by looking at Consumer Reports ratings. This type of quality is referred to as _____.

A beacon is a characteristic that allows a consumer to diagnose something distinctive about an alternative.

Not all evaluative criteria are equally important.

Consumers often infer the existence of underlying attributes, such as quality, through perceptual attributes, such as price.

Consumers make judgments about all of the following EXCEPT _____.

"Choice" means that a particular alternative will be chosen.